Behaviour Change Communication (BCC) promotes positive behaviour for prevention, health seeking, and treatment and enables community members to make informed choices that will result in improved health and more effective services. The main objective is to create an enabling environment where individuals and household members are empowered to minimize their own malaria risk and seek proper and timely malaria treatment if and when needed.

The NATNETS BCC component continues to build on strong foundation created by the Social Marketing of Insecticides Treated Nets (SMARTNET) project. The SMARTNET project implemented by Population Services International greatly contributed in increasing the availability of nets through the commercial system and enhancing demand through social marketing.

Currently, Population Services International (PSI) and John Hopkins University - Centre for Communication Programmes (JHU-CCP) are the key partners in all BCC activities. The key approaches to BCC include a diverse ‘media-mix’ to improve dissemination of information to target groups using the most effective channels including mass media, community outreach, and interpersonal communication. The partners strategically use rural promotion through influential community leaders. and lobby officials to raise malaria awareness amongst senior decision makers at the highest levels of the government.

Zinduka Campaign

Malaria No More launched the Zinduka! Campaign to raise the profile of malaria in Tanzania. The Zinduka! (Wake up!) Campaign launched officially on February 13th, 2010 with President Kikwete making an appearance as the guest of honor. Famous Tanzanian musicians gathered to sing a special malaria-related song.